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一、把 “老手藝” 裝進(jìn)直播間
1、 Install 'old skills' into the live broadcast room
在山東，許多傳統(tǒng)行業(yè)正通過(guò)網(wǎng)絡(luò)推廣煥發(fā)新生。一位制作魯繡的手藝人將刺繡過(guò)程全程直播，從選線配色到飛針走線，觀眾可以實(shí)時(shí)看到傳統(tǒng)技藝的精妙之處，直播間里的互動(dòng)留言從 “太漂亮了” 到 “能教我嗎”，最終轉(zhuǎn)化為訂單和學(xué)徒咨詢(xún)。這種 “手藝展示 + 即時(shí)互動(dòng)” 的模式，讓原本小眾的非遺文化找到了新的傳播載體。
In Shandong, many traditional industries are revitalizing through online promotion. A craftsman who produces Lu embroidery livestreams the entire embroidery process, from selecting thread colors to flying needles and threading, allowing viewers to see the subtleties of traditional techniques in real time. Interactive messages in the live broadcast range from "too beautiful" to "can you teach me", ultimately transforming into orders and apprentice consultations. This "craftsmanship display+real-time interaction" model has provided a new medium for the dissemination of previously niche intangible cultural heritage.
在農(nóng)產(chǎn)品領(lǐng)域，山東的果農(nóng)、漁民們更是將網(wǎng)絡(luò)推廣玩出了花樣。壽光的蔬菜大棚里，種植戶(hù)直接在直播間講解如何挑選新鮮蔬菜，從土壤肥力到病蟲(chóng)害防治，專(zhuān)業(yè)知識(shí)讓觀眾信任度倍增；榮成的漁民出海時(shí)開(kāi)啟直播，一網(wǎng)下去滿(mǎn)倉(cāng)的鲅魚(yú)、螃蟹讓網(wǎng)友直呼 “太新鮮”，直播結(jié)束后訂單如雪片般飛來(lái)。這些看似簡(jiǎn)單的操作，背后是對(duì) “真實(shí)感” 的精準(zhǔn)把握 —— 消費(fèi)者不僅要看產(chǎn)品，更想了解產(chǎn)品背后的故事。
In the field of agricultural products, fruit farmers and fishermen in Shandong have played with online promotion in various ways. In the vegetable greenhouse of Shouguang, growers directly explain in the live broadcast room how to select fresh vegetables, from soil fertility to pest control, and their professional knowledge doubles the audience's trust; Rongcheng's fishermen started live streaming when they went out to sea, and the abundance of mackerel and crabs in their warehouses made netizens exclaim "too fresh". After the live streaming ended, orders flew in like snowflakes. These seemingly simple operations are backed by a precise grasp of "realism" - consumers not only want to see the product, but also want to understand the story behind it.
二、用 “笨功夫” 做好內(nèi)容
2、 Use 'stupid kung fu' to do content well
山東的網(wǎng)絡(luò)推廣沒(méi)有復(fù)雜的技術(shù)套路，靠的是扎扎實(shí)實(shí)的內(nèi)容積累。一位臨沂的家具廠老板堅(jiān)持每天拍攝工廠日常，從木材切割到家具組裝，每個(gè)環(huán)節(jié)都詳細(xì)展示，半年時(shí)間積累了 10 萬(wàn)粉絲。他的秘訣很簡(jiǎn)單：“讓客戶(hù)看到我們的用心，比任何廣告都有說(shuō)服力?！?這種 “透明化” 的內(nèi)容策略，讓消費(fèi)者更愿意選擇看得見(jiàn)、摸得著的產(chǎn)品。
Shandong's online promotion does not rely on complex technical tricks, but on solid content accumulation. A furniture factory owner in Linyi insists on taking daily photos of the factory, showcasing every aspect from wood cutting to furniture assembly in detail, and has accumulated 100000 followers in six months. His secret is simple: "Let customers see our intentions, which are more persuasive than any advertisement." This "transparent" content strategy makes consumers more willing to choose products that are visible and tangible.

在文旅領(lǐng)域，山東的推廣同樣注重細(xì)節(jié)。青島的旅游博主制作了 “30 天走遍青島” 系列視頻，從八大關(guān)的建筑到臺(tái)東夜市的小吃，每個(gè)景點(diǎn)都配有詳細(xì)的攻略和避坑指南。這些視頻沒(méi)有華麗的特效，卻憑借真實(shí)的體驗(yàn)和實(shí)用的信息，成為游客出行的 “必備手冊(cè)”。濟(jì)南的一位歷史愛(ài)好者甚至用動(dòng)畫(huà)形式還原了大明湖的變遷史，讓古老的文化變得生動(dòng)有趣。
In the field of culture and tourism, Shandong's promotion also pays attention to details. Qingdao's tourism blogger has produced a series of videos titled "30 Days to Visit Qingdao". From the buildings at Badaguan to the snacks at Taitung Night Market, each attraction is accompanied by detailed guides and pit guides. These videos do not have fancy special effects, but with their authentic experiences and practical information, they have become a "must-have manual" for tourists to travel. A history enthusiast in Jinan even used animation to recreate the changing history of Daming Lake, making ancient culture vivid and interesting.
三、山東網(wǎng)絡(luò)推廣的 “三大法寶”
3、 The "Three Treasures" of Shandong's Online Promotion
真實(shí)：消費(fèi)者越來(lái)越注重產(chǎn)品的真實(shí)性，展示生產(chǎn)過(guò)程、原材料等細(xì)節(jié)，能有效提升信任感。
Authenticity: Consumers are increasingly focusing on the authenticity of products, showcasing details such as production processes and raw materials, which can effectively enhance trust.
互動(dòng)：通過(guò)評(píng)論區(qū)互動(dòng)、直播問(wèn)答等方式，與消費(fèi)者建立聯(lián)系，增強(qiáng)用戶(hù)粘性。
Interaction: Establish contact with consumers and enhance user stickiness through interactive comments, live Q&A, and other methods.
堅(jiān)持：網(wǎng)絡(luò)推廣需要長(zhǎng)期積累，不要期望一蹴而就。每天發(fā)布一條視頻，堅(jiān)持一年就能看到明顯效果。。
Persist: Online promotion requires long-term accumulation, don't expect it to happen overnight. Publish a video every day and persist for a year to see significant results..
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